Obb/Austrian Railways: SUMMER JOB

Credits & Description:

Advertiser: ÖBB (AUSTRIAN FEDERAL RAILWAYS)
Agency: DRAFTFCB PARTNERS
Category: Best Use of Screens
Account Director: Claudia Schwab (Draftfcb Vienna)
Copywriter: Armin Winkler (Draftfcb Vienna)
Creative Director: Nicolas Frey (Draftfcb Vienna)
Copywriter: Lena Sallmaier (Draftfcb Vienna)
Graphic: Simon Hagleitner (Draftfcb Vienna)
Director: Nikolaus Sauer (Close Up)
Executive Creative Director: Patrik Partl (Draftfcb Vienna)
Executive Creative Director: Phil Hewson (Draftfcb Vienna)
Graphic: Doris Lehmann (Draftfcb Vienna)
Account Manager: Johanna Cigler (Draftfcb Vienna)
Camera: Michael Kaufmann (Close Up)
Copywriter: Patrik Partl (Draftfcb Vienna)

Effectiveness
The spot caused a sensation – regarding attention and positive reactions of the audience – in cinemas across Austria. The campaign sold 78.046 summer tickets – only within 3 months time.

Execution
The creative idea was 'Spare yourself the summer job'. So, we used a trainee at the cinema to show the troubles a summer job can entail, in effect dramatizing our message. We orchestrated a film tear evoked by the trainee during the commercial block before the screenings: One could only hear the trainee’s voice cursing and asking himself, whether he had just destroyed the movie reel. Then the manager yelled at him and sent him away. Subsequently, the campaign visual 'spare yourself the summer job' appeared on the screen. With this cinema spot we translated the campaign idea as seen in the TV-spots and print ads into a live demonstration at the cinema.

Strategy
Target audience: young people under 26 years, mainly pupils and students, striving for a summer of freedom and fun – instead of having to endure boring and stupid summer jobs. The ÖBB (Austrian Federal Railways) literally provides their ticket out of that situation.To promote the ÖBB summer ticket, a campaign called 'Spare yourself the summer job' was created. The TV/viral spots and print ads show young people with horrible and unnecessary summer jobs (ie. blowing up air mattresses for everyone at the open-air pool) which you could easily spare yourself and better go on vacation with the ÖBB summer ticket instead. In order to reach more young people with this message, the campaign idea was dramatized in this very special cinema spot that was placed in between the regular commercial block before the screenings.